Head of Marketing, Gateway RoA

3 weeks ago

Singapore Merlin Entertainments Singapore Pte. Ltd. Full time

THE ROLE

The role oversees the rollout of the strategic direction and implementation of all marketing programs for each of the Gateway attractions across Thailand, Japan, Hong Kong, South Korea and Singapore. You will collaborate closely with the central and attraction marketing teams to craft, refine and implement marketing strategies and campaigns to enhance market visibility and brand recognition, to drive visitor engagement and achieve targets. You will play an active role as part of the senior member of the leadership team to support end to end the strategic direction and regional business plan for your attractions.

TRAVEL REQUIREMENTS

Occasional. Expected 10%

KEY PERFORMANCE INDICATORS

. Market Share

. Revenue Growth

. Return on Investment (ROI) of marketing campaigns

ROLE PURPOSE

Delivery of Marketing Strategy

  • Deliver the Regional Marketing strategy to agreed timescales and budget and evaluate return on investment against all activity in line with EBIT and EBITDA targets
  • Work with the RD, Marketing Managers (brand), Trade Managers and Attraction Marketers to set the strategic marketing plan by attraction brand encompassing financial returns, target audience and market positioning. Develop an annual marketing plan across Asia.
  • Collaborate to set & deliver the budget annually for all regional Marketing activities.
  • Maintain a brand campaign calendar and direct the integrated marketing cadence across all disciplines.
  • Define, maintain, and refine scalable processes that ensure best practices in campaign management across attractions.
  • Work with Head of Trade Sales and Head of eCommerce to identify most cost-effective route to market and maximise returns in line with marketing investment
  • Deliver a guest-insight driven marketing strategy through new product development and integrated communication across all channels.
  • To partner with key internal stakeholders to refresh and deliver and the Regional Marketing attraction brand strategies.

Manage Regional Marketing Planning/Budgeting

  • Identify core trends across visitor mix, volume and revenue by channel and work with Marketing Managers (brand) and Attraction Marketing Managers and make recommendations to ensure that local marketing activity is in place to meet visitor targets.
  • Collaborate with Consumer Insights specialists to conduct market research to keep abreast of trends and competitor marketing movements.
  • Recommend and implement appropriate pricing strategies across the business in partnership with central revenue management teams.
  • Drive Merlin Annual Pass sales across the region in line with the Central Annual Pass team.
  • Manage external relationships/budgets and oversee the recruitment of any external agencies from developing tender documents through to selection.

Drive Cohesive Brand Synergy

  • Ensure all marketing activity and every element of the guest experience meets the global brand guidelines.
  • Guide the creative development of marketing key visuals and other marketing collateral.
  • Work with RD to drive innovation and synergies across attractions.
  • Collaborate with attraction teams to promote to education and groups and maximise visitation numbers.

Deliver on Required Marketing Information and Reporting

  • Own the 'marketing math' defining and reporting on KPIs - including but not limited to marketing effectiveness (& digital marketing performance - digital marketing metrics and KPIs), funnel conversion and velocity, marketing contribution, ROI etc.
  • Monitor and evaluate all marketing activity against agreed KPI's and make recommendations to implement new procedures and process where necessary.
  • Identify market share (& penetration) across all attractions to ensure on-going implementation and activity in line with Marketing strategy and recommend opportunities for new markets and new products. Produce a comprehensive yearly campaign review for both internal teams and agencies analysing activity and measuring effectiveness.
  • Ensure monthly marketing reviews across all attractions and share best practice and common themes/ initiatives.
  • Ability to communicate performance and activity to Leadership team on a weekly and monthly basis
  • Promote Cross Group sharing of key information for the long-term benefit of the region.
  • Work with marketing teams to report on monthly campaign performance.

Requirements:

. Around 10 years of marketing experience, with demonstrated adaptability across various cultural context.

. Experience and passion in the entertainment, tourism and leisure industry.

. Proven expertise in brand marketing, having managed and led brand strategies and plans.

. Experience in development, management and implementation of media strategy and buying to generate maximum efficiency & effectiveness.

. Strong leadership skills with the ability to influence and drive collaboration.

. Excellent communication and presentation skills, with the ability to effectively communicate to all levels of stakeholders.

. Strategic mindset with the ability to think creatively and identify opportunities for business growth.

. Thrives in a fast-paced environment, adept at managing multiple projects simultaneously while meeting deadlines.

. Strong business acumen and understanding of the leisure and theme park industry, including knowledge of strategic and operational marketing in the Asia region.

. Flexibility and willingness to travel within the Asia region as required.

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